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Email Marketing: An Hour a Day

ISBN: 978-0-470-38673-6
312 pages
November 2008
Email Marketing: An Hour a Day (0470386738) cover image


If the idea of starting an email marketing campaign overwhelms you, the authors of Email Marketing: An Hour a Day will introduce you to email marketing basics, demonstrate how to manage details and describe how you can track and measure results.  Case studies, step-by-step guides, checklists, quizzes and hands-on tutorials will help you execute an email marketing campaign in just one hour a day.  When you feel comfortable with the basics, learn how to use video and audio enabled email, implement tools like mobile devices and leverage social networks.
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Table of Contents



Chapter 1 Understanding Email Marketing Today.

How We Got Here.

What Email Means to Your Audience.

The Five Types of Email .

Understanding the Economic Impact of Email.

Test Your Knowledge.

Chapter 2 The Five Critical Elements of Every Email You Create.

Creating Brand Impact.Adding Intelligence to Your Design.

Driving the Purchase.

Creating Transactional/Service Messages.

Adding Viral Marketing Elements.

Test Your Knowledge.

Chapter 3 Getting Ready to Build Your Email Marketing Efforts.

Aligning Your Strategy with Your Tools.

Evaluating Vendors.

Organizational Readiness: Resources Required for Success.

Budgeting for the Future.

Justification: Selling Your Boss on the Return on Investing in Email.

Test Your Knowledge.

Chapter 4 What Happens Once You Send Your Email.

Defining the Analytics Framework.

What to Do If Something Goes Wrong.

Revisiting Your Budget.

The Email Marketing Database and Future Multichannel Efforts.

The Top Five Ways You Can Mess Things Up If You Are Not Really Careful.

Test Your Knowledge.

Chapter 5 Eight Key Drivers of Your Email Campaign 77

Key Driver 1: Email Address Acquisition.

Key Driver 2: Creative/Copy.

Key Driver 3: Making the Data Work.

Key Driver 4: Multichannel Integration.

Key Driver 5: Technology (Delivery, Deployment, and Design).

Key Driver 6: Reporting/Analytics.

Key Driver 7: Privacy/Governmental Control.

Key Driver 8: Reactivation.

Test Your Knowledge.

Chapter 6 Preparing Your Email Marketing Strategy.

Week 1: Preparing Your Resource Arsenal.

Week 2: Building the Blueprint for Success.

Week 3: Counting Down to “Go Time”.

Week 4: Testing Your Way to the First Campaign.

Test Your Knowledge.

Chapter 7 Month 2: Ensuring Success as You Launch Your Campaign.

Week 1: Sending Your First Campaign.

Week 2: Creating a Plan to Optimize Your Results.

Week 3: Measuring Email’s Impact on Other Channels.

Week 4: Promoting Your Email Results Within Your Organization.

Test Your Knowledge.

Chapter 8 Month 3: Adding Bells and Whistles.

Week 1: Using Email as a Feedback Tool.

Week 2: Creating Video- and Audio-Enabled Emails.

Week 3: Creating Mobile Email.

Week 4: Creating Social Email.

Test Your Knowledge.

Chapter 9 Getting Ready for Year 2 and Beyond.

Iterative Financial Analysis: Analytics Over Time.

ESP Refresh: Evaluating Your ESP and Technology Partners.

Assessing Future Trends.

Journey On.

Appendix A Vendor Resource List.

Associations, Events, and Publications.

Email Service Providers.

Delivery Service Providers and Reputation and Accreditation Management Services.

Market Research, Agencies, and Consultants.

Technology Vendors.

Web Analytics Vendors.

Appendix B Email Checklists.

Email Design.

Code QA Testing.



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Author Information

Jeanniey Mullen is the Executive Vice President and Chief Marketing Officer for Zinio and VIVmag and is also the founder and Chairperson of the Email Experience Council. She is an expert in the email and online marketing world and has more than two decades of experience helping B2B and B2C clients such as IBM, Yahoo!, and American Express harness the power of a digital dialog to drive revenue, improve brand impact, and enhance customer relationships.

David L. Daniels is a multichannel marketing consultant who has been the leading analyst voice shaping the email marketing industry. David currently serves as Vice President and principal analyst with Forrester Research. Prior to his role as an industry analyst, David held senior level positions at Apple, Urban Outfitters/Anthropologie, MicroWarehouse, Genesis Direct/ProTeam, and CDA Computer Sales.

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Database Analysis 28.50 KB Click to Download
Sample ROI 27.50 KB Click to Download
Trip Advisor 886.76 KB Click to Download
Value of Email Address 41.50 KB Click to Download
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